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Adidas New Zealand, a subsidiary of the world's second-biggest sporting goods maker, returned a profit last year for the first time since 2007 after the Rugby World Cup helped lift sales.

Profit was $3.5 million in the 12 months ended December 31 from a loss of $665,290 a year earlier, according to the company's annual report. Sales increased about 23 per cent to $62.2 million.

"We saw strong demand across all our range, including the All Blacks product, which certainly benefited from the large number of international tourists visiting the country," David Huggett, e-commerce and business development director for the Pacific region said in a statement to BusinessDesk. "This contributed to our overall performance."

Adidas is the All Black's main sponsor and kit supplier. The German-based company defended claims during the tournament that the team's rugby jersey was selling for half the price overseas. New Zealand's recommended retail price was $220, while the jersey could be ordered online in the US for about $100.